Omnichannel is more than just a set of digital tactics. It’s a strategic, insight-driven approach designed to deliver seamless, personalized customer experiences by integrating messaging across multiple touchpoints.
It ensures that every interaction, whether through a medical science liaison (MSL), a rep visit, an email, or an AI-powered chatbot, is part of a connected, data-driven ecosystem.
Pharma’s omnichannel success depends on:
- Understanding your audience needs and pain points across the customer journey
- Aligning messaging with behavioural shift
- Optimising channels based on real-time engagement data
But if omnichannel is this complex, who should lead it?
The Case for Omnichannel as a Standalone Function
- Strategic Business Driver, Not Just Digital Execution: Omnichannel isn’t just about technology — it’s about relationships. It requires deep integration across brand, medical, commercial, and market access teams. A dedicated omnichannel function ensures these connections happen effectively.
- Cross-Functional Leadership is Essential: Unlike traditional digital marketing, omnichannel spans multiple departments. Having a centralised omnichannel team can break silos and drive a cohesive engagement strategy.
- Global vs. Local Execution Requires a Governance Structure: Many pharma companies operate globally but execute locally. A standalone omnichannel function can set a strategic framework while allowing for market-specific adaptations.
- Proven Success in Industry Leaders: Consider the omnichannel campaign for Lundbeck, which integrated live-action VR, social content, and digital assets to enhance HCP engagement at AAN 2019. This level of execution required a dedicated strategy team, not just a digital execution arm.
The Case for Omnichannel Sitting Within Digital
- Technology is the Engine of Omnichannel: Omnichannel relies on AI, automation, and data analytics — all of which sit within the digital team’s expertise. Digital teams already manage platforms that enable omnichannel experiences, making them a natural home.
- Efficiency & Scalability: Digital teams are structured for rapid execution at scale. Embedding omnichannel here ensures seamless integration with digital transformation initiatives.
- Cost & Resource Optimization: A separate omnichannel function could lead to duplication of roles and budget inefficiencies. Keeping it within digital leverages existing infrastructure.
Where the Industry is Headed
The most successful pharma companies treat omnichannel as a business strategy rather than a digital function. A hybrid model — where omnichannel is a dedicated function that collaborates closely with digital, brand, medical, and commercial teams — is emerging as best practice.
Future omnichannel success will depend on:
- A clear governance model
- AI-driven personalization and engagement analytics
- Integration across customer touchpoints beyond digital
Should omnichannel have its own seat at the table, or should it be an extension of digital? There’s no one-size-fits-all answer — but the decision will shape how effectively pharma companies engage with their audiences.
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